Oh UTAUT - A Bit Too Broad For Me
Hello Fellow Night Owls, Sorry for the late post on this one - lots of travel this week [and no Wi-Fi on the plane - just turbulence and spilt coffee, ha!] Perhaps it’s just me, but I have always been skeptical of comprehensive frameworks that explain the totality of human behavior towards a particular subject: in this case, technology acceptance and usage. While the UTAUT model (Venkatesh et al., 2003) does merge theories aligned with motivation, technology acceptance, diffusion of innovation, and sociology, I find its broadness relegates its utility to academic insight and framing observations. In this space, I fail to reconcile Take-On #4 with the UTAUT determinate Performance Expectancy and the notion of job performance. Rhetorically, isn’t job performance measured by Return on Investment (ROI)? Isn’t Performance Expectancy just the desire for an anticipated efficiency? In my mind, a person would not undertake an occupational activity unless there was a positive ROI – at le...